Description
Electronic Arts creates next-level entertainment experiences that inspire players and fans around the world. The Franchise Activation team sits at the centre of EA's AAA and tentpole franchise execution, ensuring investment, performance measurement, and optimisation are tightly aligned to business objectives.
The Manager, Franchise Activation will lead budget alignment, performance assessment, and campaign optimisation in support of AAA GTM objectives in service of delivering the player experience. This role partners closely with Finance to manage budget operations, with Marketing Analytics to assess impact against OKRs, and with Franchise Strategy, Marketing to enable informed optimisation discussions throughout campaign execution.
Responsibilities include:
- Set and approve XO budget allocations for FY GTM objectives, aligning objectives and CFX activities
- Work with Franchise Marketing, Creative Performance, Production & Creative teams to determine the right asset, at the right time, and across what channels needed for AAA/tentpole initiatives
- Track and manage in-flight budget and performance with Finance, Analytics, & CFX Leads, providing clear, ongoing visibility into spend, forecasts, and impact
- Recommend and approve budget shifts and tactical adjustments during campaign execution to maximise impact against OKRs
- Define and maintain success-based benchmarking frameworks (AEM × RDA) for AAA and tentpole initiatives, establishing clear outcome thresholds that guide budget allocation, in-flight optimisation, and post-campaign assessment
- Author campaign retrospectives that translate optimisation outcomes into future planning and GTM inputs
Qualifications + Requirements:
- Proven experience managing budgets, with strong fluency in Finance processes and forecasting
- Demonstrated ability to analyse marketing impact and performance against defined OKRs
- Experience working in cross-functional environments spanning Marketing, Finance, Analytics, and Operations
- Strong process management skills with a track record of driving operational optimisation
- Ability to translate complex data into clear insights and recommendations for senior stakeholders
- Excellent communication, collaboration, and stakeholder management skills
- Highly organised, detail-oriented, and comfortable balancing strategic thinking with hands-on execution
- Adaptable and able to manage multiple priorities in a fast-paced environment
- Bachelor's degree in Business, Finance, Marketing, Analytics, or a related field preferred or
- Experience supporting large-scale, omni-channel marketing campaigns for AAA or tentpole initiatives